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The surprising case for multiple brand mark identities.

The argument for breaking the conventions of brand identity design. One of the strongest principles of branding is less is more. A simple brand proposition with a single clear point of difference expressed consistently through a brand mark and brand identity design have long been…

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Retail Brand Whole Foods Trials Convenience Format in NYC.

Retail Leader Tweaks Brand to Stay in Front. Recently US retail brand Whole Foods launched a new convenience format of their grocery store model. Since Amazon bought the business the upmarket grocery retailer has been active in trialing new formats aimed at different niches to…

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When it comes to Branding Popular ≠ Best

When it comes to branding – the approval process is a critical component. I was reading recently about a project to rebrand New York City’s privately owned public spaces (or POPS). The rebrand is being run by The New York City Department of City Planning,…

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How Rebranding Transforms Retail Street Appeal to Drive Increased Sales

Measuring the positive impact of rebranding. One of the challenges for many businesses looking to rebrand is establishing hard metrics to measure impact and return on investment. We always like our clients to come to a branding project with clarity on what these metrics may…

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Volvo Brand Walks the Talk on Sustainability.

In branding, doing is more important than saying. How do you build a unique and valued dimension to your brand proposition, one that connects your values with those of your core audience? You walk the talk, demonstrating your beliefs through remarkable brand gestures. It’s not…

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Tiffany Co shows the value of brand – and then take it too far.

The web is ablaze with ‘social commentary’ on Tiffany’s ‘Everyday Object Collection’. At first sight the US$1500 Tiffany 18k gold paperclip is a brilliant example of the power of brand. After-all, anyone can head down to the local stationery store and pick-up a regular gold…

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Rebranding the worlds Iconic brands, Retro style

Re-imagining Iconic Brand Identity Design. As a little tacker with big dreams of becoming a designer, I feasted on the American design trends of the 1950s and 60s. From architecture to car design, fashion to signage and retro ads, I was drawn to the playful…

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Ball and Chain Shoppers – A challenge for retail brands

Finding the hidden opportunities for retail branding. An interesting piece of the puzzle for retailers is managing the reluctant customer. So much focus goes in to setting up the store design and merchandising to cater to the customer whose interest brought them into the store.…

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The fallout of Nike’s very public product fail.

Ouch! When brands crash to earth. This week Nike suffered a high profile wardrobe failure when the shoe of one of their star college athletes imploded mid-match, sending Zion Williamson tumbling, shortly after followed by the Nike share price. A challenge for all high profile…

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The surprising Brands behind the world’s most loved Auto Brands

Few brand purchase decisions we make are as strong a reflection of how we see ourselves as consumers and how we wish the world to see us as  choice of the car we drive. Even those who claim to not care what brand of car…

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Breakfast at Tiffany’s – A brilliant brand collaboration

A Delicious Brand Partnership. A branding strategy that is underutilized yet regularly pays dividends is brand collaborations (especially when it comes to food). When co-branding is envisaged strategically and executed with brand sensitivity, the result can be an extraordinary brand experience – introducing new customers…

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Employee Branding – The Power of Thanks

We wanted to share a great pic from our client Yarra Trams. A part of their annual celebration to show their appreciation, our client had these delicious and beautifully branded cupcakes baked. A feast for the eyes, heart and tummy.  

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